The take-away message this month?
It's vitally important for your direct response copywriter to do more than simply lay out the wooden "features" and "benefits," write down your URL or 800 number, and expect the world to beat a path to your door. As I say so often in this column, marketers have to get out there, grab the reader's attention and start selling!
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail, emails and Web copy. For a free subscription to his monthly email newsletter for marketers, and a free copy of his report, "101 Ways to Double Your Response Rates!", visit www.levison.com.